In August 2014, JDL Development broke ground on a 29 story, 469-unit residential high rise in the heart of Chicago’s South Loop neighborhood. Anchored by the building’s 43,000 square feet of all-inclusive amenity space, the project aimed to usher in a new brand of urban living to luxury renters.
Otherwise took the helm in creating and executing the brand. Beginning with the simple promise, “Welcome to the New Urban,” we set the tone for a smart, energetic, multifaceted brand platform.
The first phase of the branding process involved the creation of a visual identity, which takes its form from the verticality of the building, along with a warm palette and elegant, contemporary typography. We then designed the construction site fencing that uses the palette to highlight the diversity of its amenity spaces, and a teaser website to build excitement for the project.
As the building moved into pre-leasing, we launched a print + digital ad campaign and a robust social media program optimized around building an entire vocabulary around “The New Urban” and sharing great imagery on Instagram and Facebook. We clad a construction trailer, staged onsite as a leasing office, with beautiful branded graphics inside and out. And to help prospective residents grasp the building’s offerings, we designed a unique system of 8”x 9“ cards that showcase the project’s amenity spaces and floorplans. Held together by a branded rubberband, the card set is a playful, innovative way of translating “The New Urban” promise into a 2-D form.